Sophia Karnegis October 2, 2016

STARBUCKS

¡ Executive Summary (3) ¡ Social Media Audit (4) ¡ Social Media Objectives (6) ¡ Online Brand Persona & Voice (7) ¡ Strategies & Tools (8) ¡ Timing & Key Dates (9) ¡ Social Media Roles & Responsibilities (10) ¡ Social Media Policy (11) ¡ Critical Response Plan (12) ¡ Measurement & Reporting Results (13)

TABLE OF CONTENTS

EXEC

UTIVE S

UM

MA

RY

In regards to social media, our goals include improving our relationship with our

customers by tailoring our online content to meet their needs.

Main Objective: Increase overall sales by sharing content that is relevant to our customers and creating content that adds value to their online experience with us. Strategies: ¡  Reduce our response time in all online

interactions with customers. ¡  Enhance the cohesiveness of the many messages

that are disseminated via social media. ¡  Share content that our audience will benefit from

receiving.

Social Network URL Followers Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/Starbucks

11.7m followers 65 tweets 1,000 interactions per Tweet

Facebook https://www.facebook.com/Starbucks

36.4m followers 5-7 posts 200k interactions per post

Instagram https://www.instagram.com/starbucks/

11.5m followers 6-8 posts 290,000 interactions per post

LinkedIn https://www.linkedin.com/company/starbucks

725,588 followers

1-2 posts 500 interactions per post

Pinterest https://www.pinterest.com/starbucks/

274.9k followers 23 boards 3,000 pins

85 pins per post

Social Network Volume Overall Traffic Conversion Rate

Twitter 1,500 unique visits 22% 1.6%

Facebook 3,000 unique visits 45% 3.2%

Instagram 500 unique visits 8% 0.05%

LinkedIn No Data Available N/A N/A

Pinterest No Data Available N/A N/A

Age Groups

Distribution Gender Distribution

Primary Social Networks

Primary Motivations

18-24 40% 60% female 40% male

Facebook, Instagram, Twitter

Energy boost, flavor, social norm

25-40 49% 51% female 49% male

Facebook, Twitter, LinkedIn

Energy boost, flavor, fulfilling routine

41+ 8% 37% female 63% male

Facebook, LinkedIn

Energy boost, social activity

Competitors Social Media Presence

Strengths Weaknesses

Dunkin’ Donuts Facebook, Instagram, Twitter, YouTube, Snapchat, Vine, Periscope

Active social media presence, loyal followers, high engagement, valuable content

Content is divided between coffee and donuts; sometimes slow with responsiveness

McDonalds Facebook, Twitter, Instagram, Pinterest, Google+

High engagement, valuable content, popular hashtags

Content focuses more on food than coffee; negative reviews are common among consumers & critics

“We make sure everything we do is through the lens of humanity – from our commitment to the highest quality coffee in the world, to the way we engage with our customers and communities to do business responsibly.”

Objectives ¡  Increase fo l lowers by 5% by Januar y 2017 on a l l soc ia l media p lat forms ¡  Increase engagement by 7% by Januar y 2017 on a l l soc ia l media p lat forms ¡  Create a Per iscope account to connect wi th younger demographic ¡  Increase usage of Facebook L ive by 25% by Januar y 2017 ¡  Decrease response t ime to posi t ive/negat ive comments by 3%

Key Performance Indicators ¡  Number of fo l lowers on each p lat form ¡  Number of Facebook L ive posts ¡  Number of comments on Facebook , Instagram ¡  Number of retweets ¡  Number

Key Messages ¡  Highest qua l i t y cof fee ¡  Fr iend ly and qu ick ser v ice ¡  Relax ing env i ronment ¡  Soc ia l Respons ib i l i t y

SOCIAL MEDIA OBJECTIVES

¡  Personable ¡  Humorous ¡  Casual ¡  Informative ¡  Simple ¡  Visual ¡  Entertaining

ONLINE BRAND PERSONA & VOICE

STRATEGIES & TOOLS

Paid Media •  Boost every Facebook post that reaches 250,000 organic interactions •  Purchase Snapchat geofilters for relevant holidays or occasions (i.e. National Coffee

Day, Christmas).

Owned Media •  Create the hashtag #CoffeeCraze and encourage customers to post artsy photographs

of their Starbucks coffee. Each week, the customer with the most creative photograph will earn a Starbucks gift card.

•  Utilize Facebook Live whenever the company is hosting a press conference, unveiling a new product, making a big announcement, and so forth.

Earned •  Track the company’s mentions through Google Alerts. •  Monitor some of the following key terms: coffee, tea, cappuccino, frappuccino,

macchiato, latte, frappe, barista, espresso, pumpkin spice.

Tools: Hootsuite, Buffer, Canva, Photoshop, Premiere Pro, InDesign, Facebook Insights, Google Alerts, Vimeo, Kapost

Overall Schedule

October 31, 2016 ¡  Employees wear Hal loween costumes

November 1, 2016 ¡  Pumpkin spice latte becomes

avai lable

November 24-27, 2016 ¡  Thanksgiv ing dr ink specials

December 1, 2016 ¡  Red Starbucks cups brought back ¡  Hol iday music/decor in stores

December 20-25, 2016 ¡  Hol iday/Christmas dr ink specials

January 1, 2016 ¡  Introduce new dr inks for 2017 ¡  Update loyalty program ¡  Return to normal Starbucks cups

Social Media Schedule

October 10-31, 2016 ¡  Halloween-themed social media posts

October 27-31, 2016 ¡  Announce the annual introduct ion of the

pumpkin spice latte ¡  Release Snapchat geofi l ter for PSL

November 15-27, 2016 ¡  Boost Facebook posts that introduce the

Thanksgiv ing dr ink specials

December 1-25, 2016 ¡  Introduce dr ink specials v ia social media ¡  Begin a twitter chat centered on the

hashtag #Redbucks to gauge customers’ react ions to the annual introduct ion of the red hol iday cups

December 31, 2016 ¡  Facebook Live post at midnight to r ing in

the new year

TIMING & KEY DATES

Global Chief Marketing Of ficer: This posit ion entails overseeing all marketing ef for ts and ensuring a cohesive overall message across all marketing platforms including social media.

Global Communications Manager: This posit ion entails overseeing all communications ef for ts and ensuring cohesiveness among the key messages being disseminated to the stakeholders.

National Social Media Coordinator: This posit ion entails overlooking the social media ef for ts for a specific nation and ensuring that the overall message conforms to the cultural norms and practices of that country.

Regional Social Media Director: This posit ion entails overlooking the social media ef for ts for a specific region of the country and ensuring that the key messages adhere to the demographic within that region.

Local Communications Director: This posit ion entails overseeing the overall communication strategies within local communities.

Facebook/Instagram/Twitter Managers: These individual posit ions entail overseeing the content for the respective social media accounts.

SOCIAL MEDIA ROLES & RESPONSIBILITIES

SOCIAL MEDIA POLICY

•  Listen to the audience. •  Tailor the content to fit their needs. •  Avoid content that merely advances the company’s best interests. •  Respond to both positive feedback and criticism. •  Be kind and sensitive. •  Respect everyone. •  Always account for the diversity among your audience. •  Do not use stereotypes. •  Show sympathy and genuine concern. •  Be as helpful as possible. •  Always resort to transparency. •  Be positive.

Scenario 1

A disgruntled customer posts a picture of their cof fee cup with their name misspelled.

1.  Immediately send an apology Tweet or Facebook post .

2.  Private message the customer for more information on the incident .

3.  Contact the manager of the store locat ion where the mishap took place to improve customer serv ice ( i .e . asking customers for name spel l ing) .

Pre-approved Message: “ [ Inser t name], we are so sorr y for the mix-up! We are current ly working on improving the training that our bar istas receive. Thank you for your feedback!

Scenario 2

A culturally insensit ive or otherwise inappropriate Tweet is disseminated.

1.  Immediately delete the inappropriate or insensit ive Tweet .

2.  Send out an apology Tweet for of fending the publ ic .

3.  Contact the director who oversees the company’s Twitter account .

4.  Analyze the Tweet and why i t was considered of fensive, so the communicat ions depar tment can fur ther e laborate on the incident on the Starbucks website.

Pre-approved message: Not Avai lable

CRITICAL RESPONSE PLAN

MEASUREMENT & REPORTING RESULTS

Social Network URL Followers Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/Starbucks 11.7m + 2% growth 65 tweets + 1% increase 1,500 interactions per Tweet

Facebook https://www.facebook.com/Starbucks

36.4m + 1% growth 5-7 posts + 2% increase 210k interactions per post

Instagram https://www.instagram.com/starbucks/

11.5m + 1.5% growth

6-8 posts + 10% increase

300,000 interactions per post

LinkedIn https://www.linkedin.com/company/starbucks

725,588 + 3.5% growth

1-2 posts + 25% increase

1,500 interactions per post

Pinterest https://www.pinterest.com/starbucks/

274.9k + 5% growth No Change No Change

Social Network Volume Overall Traffic Conversion Rate

Twitter 1,800 unique visits 24% 3.2%

Facebook 3,200 unique visits 47% 5%

Instagram 1,000 unique visits 13% 2%

LinkedIn No Data Available N/A N/A

Pinterest No Data Available N/A N/A

Quantitative KPIs

Reporting Period: 3 months

Qualitative KPIs

Reporting Period: 3 months

Sentiment Analysis •  A review of 500 Facebook posts reveal that the overall sentiment of those who

interacted with the posts can be described as generally positive, including excellent product reviews and positive feedback regarding customer service.

•  A review of 500 Tweets reveal that the overall sentiment was relatively neutral, with a comparable mixture of positive and negative customer Tweets.

Proposed Future Items •  Continue with the #CoffeeCraze hashtag. •  Create a strategy for how to proceed with

Facebook Live. •  Check each post to ensure that it matches the

overall social media message. •  Continue monitoring the insights for each social

media account. •  Increase use of paid advertising on Facebook.

Reserve boosts for successful organic posts.